NEW DELHI: Marketers expect an eventual shift away from display advertising towards innovative content, according to an annual research conducted by Warc, and advertising consulting company , in association with the Mobile Marketing Association (MMA).

The survey titled, State of the Industry: Mobile Marketing in Asia survey has found that while 70 per cent of marketers currently use display advertising, only 44 per cent plan to use it in five years’ time. Content, in contrast, is set to speed ahead during this period and take the pole position, with adoption rising from 33 per cent today to 49 per cent expected in 2020.

“As more mobile consumers across Asia-Pacific embrace practices like multi-screening and video watching, marketers expect an eventual shift away from display advertising towards innovative content,” a statement released by the company said .

The company said this corresponded with the marketers’ perception of video’s rising significance in mobile platforms. “The study found that watching video was now considered by 51 per cent of respondents as an important mobile consumer behaviour, up 15 percentage points compared to 2014 and 23 percentage points from 2013,” the study said.

Multi-screening, meanwhile, continues to be seen as the most significant consumer trend for the second year running, with 68 per cent indicating its importance.

Several people ET spoke with about Ericsson’s India operations, including its current and former employees, said the Stockholm-based firm has reduced headcount in the last one year or so across functions, in line with its global restructuring.